Table 1 Main topics included in the interview guide of key actors for the study on digital marketing of commercial breastmilk substitutes and baby foods in Mexico
Contextual information | |
1. Knowledge about breastfeeding and infant and young child feeding recommendations (given the emerging nature of the topic, we also inquired about breastfeeding and COVID-19). | |
2. Knowledge about formulas, beverages and processed and ultra-processed foods for children under two years of age. | |
I. Strategies of digital marketing of formula and baby food on Internet, social media, and websites. | |
3. BMS (infant formula, follow-on formula and growing-up milk) and baby foods marketing on social media, websites or any other digital media. | |
4. Differentiation of marketing in digital vs traditional media (i.e., TV, radio, print). | |
II. Conflict of interest. | |
5. Knowledge about conflict of interest and interaction with other actors (this topic was investigated with Influencers, health professionals, representatives of BMS and baby food companies, marketing agencies and civil society organizations). | |
III. Non-compliance with the International Code of Marketing of Breastmilk Substitutes (the Code). | |
6. Knowledge about the Code, perception of compliance/non-compliance and monitoring mechanism. | |
IV. Current regulation of the marketing of BMS and baby foods and recommendations | |
7. Knowledge of existing regulations for marketing BMS and baby foods in digital media (and other media). | |
8. Recommendations to regulate digital marketing of BMS and baby foods. | |
V. Health and nutrition claims and front-of-package warning labeling for BMS and baby foods. | |
8. Health and nutrition claims used in BMS and baby foods labeling and marketing. | |
9. Front-of-package warning labeling for BMS and baby foods. | |
10. Hypothetical scenarios, (i.e., in the case of marketing agencies, examples were included that dealt with how they would design advertising for formula or baby foods or in the case of health professionals, about what would they do in case of a medical consultation to use formulas). |